Celebrating 70 Years of Jamaican Tourism: A Focus on Our People
As the Jamaica Tourist Board (JTB) celebrates its 70th anniversary, the spotlight shines brightly on the heart of the industry: its workers. At a vibrant gathering at the Hard Rock Hotel in New York, Minister of Tourism, Hon. Edmund Bartlett, unveiled a strategic framework that places human capital at the forefront of Jamaica’s tourism future.
“Our people have always been Jamaica’s greatest asset, and this strategy formally recognizes that truth,” Minister Bartlett emphasized. He believes that to ensure the resilience of the sector, it’s essential to create a tourism ecosystem where every worker—be it housekeepers, hotel managers, tour guides, or transportation providers—has the tools, training, and opportunities to thrive.
A Vision for Transformation
The newly announced initiative is built on three core pillars aimed at reshaping Jamaica’s tourism workforce:
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Training and Certification: This pillar focuses on upskilling workers and reshaping the labor market. By providing targeted training, the aim is to equip employees with the skills needed to meet the evolving demands of the industry.
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Housing Support: Recognizing that stable housing is crucial for workers, this initiative will offer support to industry employees, ensuring they have a secure place to call home.
- Expanded Access to the Tourism Workers Pension Scheme: This aspect aims to enhance financial security for workers, allowing them to plan for a sustainable future.
“This all falls under our drive to build human capital and make the necessary investment in our people, who are our most iconic attraction,” Minister Bartlett explained. As tourism evolves, so must the skills of its workforce. When workers are equipped, service standards rise, and the sector becomes more resilient.
Jamaica’s Global Impact
Over the past seven decades, the Jamaica Tourist Board has been instrumental in shaping the island’s global image, establishing Jamaica as a premier warm-weather destination. In 2024, the island welcomed an impressive 4.3 million visitors, with projections indicating a rise to 5 million arrivals in 2025. This growth reflects the hard work and dedication of the tourism workforce.
Director of Tourism Donovan White echoed the Minister’s sentiments, emphasizing the importance of sustainability through empowerment. “Sustainable tourism depends on sustainable livelihoods for the people who make our industry possible. When our workers prosper, our visitors have better experiences, communities benefit, and our entire nation grows stronger,” White stated.
A Model for the Caribbean
With its forward-looking workforce strategy, Jamaica is not just aiming to lead in tourism numbers but also to serve as a model for inclusive, people-centered development in the Caribbean. This approach highlights the belief that when workers are valued and supported, the entire industry flourishes.
As Jamaica embarks on this exciting journey, one can’t help but wonder: How will these initiatives transform the experiences of both workers and visitors alike? The future of Jamaican tourism looks bright, and it’s all thanks to the people who make it happen.